2017 Button Up Vermont Brand Guidelines. Vermont Energy Investment Corporation 2017 Designed with Tammarck Media Cooperative & Alder Studio

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Theodora Dixon
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2 2017 Button Up Vermont Brand Guidelines Vermont Energy Investment Corporation 2017 Designed with Tammarck Media Cooperative & Alder Studio

3 Use these tools! In 2016, Vermont Energy Investment Corporation developed the new Button Up identity as an independent brand that encourages Vermonters to weatherize buildings and help their communities reduce thermal energy use. We want you to use these tools to reinforce your own initiatives that help Vermonters use less energy to heat and cool buildings. You can find digital files of the logo and other assets at: ButtonUpVermont.org/Assets. Questions? Contact Jon Floyd at VEIC. / Please stick to the styles in this guide. Add your own creativity, but keep it consistent with what has been built so that Vermonters easily recognize Button Up. If you have any questions, or need some help to design something, we re here to help you out. Please contact Jon Floyd veic.org, ). Any person or organization using the identity in violation of the guidelines or in any manner determined by the stewards of the identity to be out of step with the campaign will be asked to remove published items. If you re concerned, please ask before publishing something.

Some version of Button Up has been around since the 1980s when it first came on the scene in the Northeast Kingdom to encourage Vermonters to stop air leaking from their buildings and save money,

Use it to help Vermonters take that very first step to stop air leakage and the big steps to fully weatherize buildings. A community action approach is central to the Button Up campaign.

4 Some version of Button Up has been around since the 1980s when it first came on the scene in the Northeast Kingdom to encourage Vermonters to stop air leaking from their buildings and save money, reduce dependence on fossil fuels, and make homes more comfortable. This is still the message of the Button Up campaign today as we work to meet our goals in the Comprehensive Energy Plan (CEP). Use it to help Vermonters take that very first step to stop air leakage and the big steps to fully weatherize buildings. A community action approach is central to the Button Up campaign. While most weatherization work will happen in private buildings, a sense of participation in, and responsibility to community will help bring about the level of participation needed to accomplish the CEP goals. Use this brand, both in a statewide and local setting, to support Vermonters talking with their neighbors about opportunities to Button Up.

5 Logo Color Typography Imagery Usage

6 Logo Vertical Logo Icon Horizontal Logo

7 The primary Button Up logo was designed using a square to establish a grid. Here are a few simple rules: When placing the logo, you should always maintain an outside margin that is the same as the distance between the icon and logotype (highlighted in red). If you need to add a date, center it below the logo in a rectangle with the height of the outer margin. The logotype uses a combination of Neue Haas Grotesk Bold and Light. The program name and the date (if necessary) are bold.

8 Colors Bright Red Pantone Bright Red C 0 M 82 Y 76 K 0 R 255 G 84 B 63 HEX #ff543f

9 Colors Dark Grey Pantone Black C C 0 M 0 Y 0 K 95 R 66 G 65 B 67 HEX #424143

10 Typography

11 Headlines should always use Neue Haas Grotesque Display Bold, but make sure you use Neue Haas Grotesque Text for any body copy, subheads, captions or quotes. Here is an example of what some baseline type styles might look like: Headline for Button Up. Subhead lorem ipsum dolor sit amet. Ras dui felis, tristique sed velit eget. Headline Display Bold 50 / 50 Subhead Text Pro Medium 22 / 28 Body Copy Text Pro Regular 10 / 16 Body copy ipsum dolor sit amet, consectetur adipiscing elit. Cras dui felis, tristique sed velit eget, suscipit condimentum dolor. Vestibulum rutrum arcu nec neque viverra, a laoreet sapien efficitur. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean suscipit ipsum id tincidunt ullamcorper. Cras ultricies sed elit ac luctus. Cras eleifend ante non porta iaculis. Suspendisse congue mi sit amet nisi fermentum, sit amet placerat risus cursus. Proin at gravida sem, consequat ultrices dolor. Sed fringilla nisl id elit scelerisque, id malesuada est ullamcorper. Proin fermentum id dui nec dapibus.

12 Imagery Showing Vermonters making real change. The Button Up brand employed photography and video depicting real Vermonters making home improvements to illustrate the ease of home weatherization. We show people who are neighborly/friendly. This imagery should always feel as natural and accessible as possible, rather than aspirational or unattainable. We chose locations inside people s homes and at local hardware stores to create a consistent story.

14 Usage How to bring it all together. The Button Up brand was designed for clarity, simplicity and honesty. Advertisements featured real Vermonters weatherizing their home, and messaging which got right to the point by using large typography, simple colors, and concise questions and answers. Statements emphasized opportunity to save money, make homes more comfortable and healthy, and reducing emissions. Questions? Contact Jon Floyd at VEIC. / We ve included lots of examples on the following pages that show different designs across a variety of platforms and mediums. These examples demonstrate consistent use of color, typography, images, and topics to encourage Vermonters to weatherize. If your design doesn t feel like it fits with these examples, please ask us for assistance.

15 Usage Co-branding? Button Up Vermont is an independent brand and should always be the primary identity when used. Supporting partners may add their logos or other identity in a similar supporting manner as used in the poster design to the left. The Button Up logo should not be used as an equal level or supporting level to another brand.

Usage Move couch / finish cleanup Make sure vents aren t blocked Install a door sweep Outsmart winter

ButtonUpVermont.org and keep your family healthy and warm this winter.

12th. Find new ways to save energy. Create your own custom list. Button up by November 12th.

16 Usage Move couch / finish cleanup Make sure vents aren t blocked Install a door sweep Outsmart winter Create a custom checklist with energy savings solutions that fit any budget or schedule at ButtonUpVermont.org and keep your family healthy and warm this winter. Check off your list, send in a photo to get rewards, and join Vermonters for Button Up Day on November 12th. Find new ways to save energy. Create your own custom list. Button up by November 12th. Sponsored by: Efficiency Vermont / Capstone Community Action / Brighter Vermont Green Mountain Power / Vermont Energy & Climate Action Network ButtonUpVermont.org

17 Usage

18 Social Social Media Targeted photo and video ads on Facebook featured real Vermonters weatherizing their homes and the steps, equipment, and benefits of their actions, reinforcing that saving money, reducing emissions, and making your home more comfortable and healthy is achievable. By focusing on simple, achievable checklist tasks like replacing your storm windows, sealing your ducts, or providing information about solar installations, we aimed to lower the barrier to entry that is commonly associated with weatherization and home improvements. Questions? Contact Jon Floyd at VEIC. / The caveat of each piece of content was cost savings which provided incentive for people to make positive change.

19 Sample Facebook & Twitter Posts Social

20 Video Example #1

21 Video Example #2

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